Let’s talk about infomercials When most of us

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The same guy counseling against listening to hypey, “magic bullet” gurus had turned himself into a hypey magic bullet guru. Why? Because, I’m sure, he’s been told, “Well that’s what works.” A truly authoritative, thoughtful online presence takes time to build. But you can tarnish it in no time at all. Today, let’s talk about how you can do better — how you can use the copywriting techniques that are effective, without turning into a lame informercial version of yourself.  think of the infomercial, we think of overly aggressive, high-hype sales messages. Why? Because infomercials are a classic, distilled harpoon sales environment. Infomercials are expensive to produce and to air.


So they need to make as many sales as they philippines photo editor can with a single “shot.” That means they trot out every conversion technique in the book, and they press them hard. Most of the time, there’s no real reputation to protect. No one minds if their ShamWow was sold with hype that would have made P.T. Barnum proud. If it does a good job cleaning up spills, then no harm is done. A typical infomercial is a pure sales message, with the only goal being to sell enough widgets to make a good profit. You don’t live in that world Infomercials aren’t bad.


It’s a bad thing if they sell a defective or dangerous product, but in and of themselves there’s nothing “wrong” or “right” about them. But they do call on some of the sharpest minds in direct response copywriting. The traditional “harpoon” copywriters are very much in demand, with the best getting a royalty on how much product is sold. It’s a terribly difficult style to master … get it even slightly wrong, and the audience simply flicks their attention elsewhere. Undiluted selling also paints a business with a certain reputation. We don’t use the word “ShamWow” to mean a very effective or popular product. We use it to mean a pitchfest. When you combine this level of aggression with the thoughtful, steady material that makes for a good content marketing program, you set up a Jekyll-and-Hyde feeling.